Meda Consumer preps good-better-best iron proposition

ATLANTA — Meda Consumer Healthcare last week featured three revitalized Feosol SKUs, which are set to launch at retail in May, at the ECRM Vitamin, Diet & Sports Nutrition EPPS conference.

The lineup lends itself to a good-better-best merchandising strategy in what has been a commoditized category, and the marketing plan in place to support the launch will mean a significant uptick in promotion of iron supplementation.

The three SKUs include the Feosol Original, an entry-point iron supplement containing ferrous sulfate iron; Feosol Natural Release formulated with carbonyl iron for those with sensitive stomachs; and Feosol Complete, formerly Meda's Bifera brand, which represents the best in iron supplementation with two forms of iron that helps minimize side effects associated with iron supplementation.

In addition to a traditional marketing campaign, Meda's pharmaceutical arm also will be raising awareness among physicians around the availability of the three iron supplements.